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Brief Published: 8 Mar 2021

New Beauty Brand Celebrates South Asian Women

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Kulfi

New US-based cosmetics brand Kulfi celebrates South Asian beauty and culture with playful and expressive make-up. The brand launched on February 16 with five eyeliners designed to complement South Asian complexions – a demographic founder Priyanka Ganjoo feels lacks representation in mainstream beauty.

Kulfi’s $20 Underlined Kajal Eyeliners are available in vibrant shades ranging from turquoise blue to terracotta orange. The rich colours are inspired by saris, and the names of the liners evoke self-confidence, such as Nazar No More which suggests that a nazar – a protective symbol against the evil eye – is no longer needed, and invites consumers to redefine beauty through their own eyes. The products are formulated with moisturising aloe vera and antioxidant safflower seed oil and ensure a waterproof and smudgeproof finish. 

The brand is changing the conversation around South Asian beauty and transforming it into a fun and approachable tool for self-expression. "Beauty standards are defined by Eurocentric views and a patriarchal culture which haven't been challenged enough," said Ganjoo. "We want to change that by centring South Asian skin tones and undertones, which allows us to innovate in the beauty landscape and create delight for an underserved demographic." Kulfi also sells accompanying stickers which further spreads the youthful brand’s fun personality and celebratory cultural spirit.

Young consumers are increasingly in the pursuit of individualism and authenticity, with 63% of people globally preferring to buy from brands that are founded by or represent people like themselves (Getty Images, 2020). “What I want to see is South Asian first and foremost, something that’s told from our perspective and is a space that’s created from a place of authenticity,” said Ganjoo.

For more on how to celebrate inclusive audiences and communities in the beauty industry, see Luxury Beauty’s Meaningful Pivot and Keeping Up with Gen Z Beauty.

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